Creating campaigns with dynamic, engaging and
personalized content is key to success in email marketing, but is often easier
said than done. Premade templates can serve as a stepping stone for crafting
emails, and Campaigner offers hundreds of standard and responsive designs to
choose from. Today we’re launching our Articles feature to make it even easier
for marketers to craft brand consistent campaigns with customizable elements
within Campaigner’s platform, and in tandem with our templates and Landing Pages.
Articles -- a feature now available for all
users -- give email marketers the ability to create their own design elements
in HTML while ensuring their code remains dynamic and adaptable across all
campaigns. Instead of building components like headers and footers with each
message, Articles allow marketers to easily customize these elements in HTML
and save them for reuse in upcoming messages and campaigns.

The Articles feature is essential for
marketers who need brand consist…

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Wake Up Your Inactive Subscribers

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We all have them - those subscribers who never ever interact with your emails. There could be a slew of reasons why this happens.

They don’t recognize you

Take a good look at your “from” name and “from” address — are they readily recognizable to subscribers? How would your subscriber have come to know of you? Are you using your company name, your website name, a specific sales person’s contact information, or your product name? This is an area where it is easy to make an error that will cause your open rate to plummet or stagnate. Some of the most common mistakes we see:

Using acronyms

Generic names like Support, Marketing, Newsletter, etc., say zero about who you are and won’t encourage subscribers to open your email

The name of a person — does everybody know who Sherry is?

Sending your email at the wrong time

Think about it — where are most of your subscribers? Sending an email at 9:00 a.m. Eastern Standard Time means subscribers on the West Coast will receive your message at 6:00 a.m. PST. By the time many of your subscribers get up and check their email, your message will be sitting below a host of others and may l get lost.

Your subject lines are... boring

Let’s face it, creating a compelling subject line can be tough and we tend to leave it to the last minute. When you’re looking at a subject line, put yourself in your subscriber’s shoes.

Your subject line needs to immediately tell subscribers why they should open your email (the old “what’s in it for me?” message). Make it specific, valuable and tied to what they signed up for. Don’t send someone a generic newsletter if they specifically signed up for special offers.

What Do I Do Now?

The first step in designing a reactivation email marketing campaign is to look at the points above and correct those issues. The second step will be to design a very compelling reactivation offer. What makes an offer compelling? Well, something that gets your lost subscribers to open your email or, better yet, click a link to make sure they are counted as still being active. It’s entirely up to you.

There are many approaches to a reactivation offer. Great reactivation campaigns could be the following:

If you are in retail, a can’t miss offer that can only be redeemed in a limited window: One day only, 75% off the item of your choice!; We miss you, Kathleen — please come back

If you are a consultant or freelancer: 10 tips to make the most out of (your business); Download your free whitepaper

Sometimes being direct is the best way to deal with stragglers: Hey John, we haven’t seen you in six months; Do you still want to receive our emails? Want out? Let us know.

How do you use these campaigns? You’ll need to establish WHO your inactive subscribers are. You can segment them by using the criteria like those that have never opened or clicked anything in the past six or 12 months. Just stop before you go ahead and delete them. Use the segment as your recipients when you schedule your campaign.

Wait at least 72 hours to give everyone a chance to open, click or complete the offer/action. Once that’s done, it’s time to clean out the subscribers who are just never going to respond.